MIGRAIN: Ideology

The media's role in setting and reinforcing the dominant values and ideologies within society is a vital aspect of A Level Media Studies. 

The key notes from today's lesson on ideology and binary opposition:

Ideology

What is an ideology?
An ideology is a world view, a system of values, attitudes and beliefs which an individual, group or society holds to be true or important; these are shared by a culture or society about how that society should function.

Dominant ideologies

Ideologies that are told to us repeatedly by important social institutions such as the government or media are called dominant ideologies.

Dominant ideologies are ideologies or beliefs that we live by in our day-to-day lives and often do not question – they have become 'natural, common sense' things to do. This effectively dissuades people from rebelling against these beliefs, and keeps a sense of stability in society.

Why is ideology important in Media Studies?

Media texts always reflect certain values or ideologies though sometimes we may not be aware of this. When studying a media text you may look for the dominant ideology present and question whose world view is represented and perhaps which groups have not been represented.

Levi-Strauss: cultural codes

Claude Levi-Strauss (1908-2009) was a French philosopher and one of the most important cultural theorists of the 20th century.

He viewed culture as a system of codes through which we exchange messages. These cultural codes tend to reflect the dominant values and ideologies in society.   

Binary opposition

Levi-Strauss's theory of binary opposition is important for media students.

Levi-Strauss suggested everyone thinks of the world around them in terms of binary opposites such as up and down, life and death etc. and therefore every culture can be understood in these terms. 

Binary opposition in media

Binary opposition is used to create narrative and conflict in media. It is also used to simplify complex situations for easy consumption (e.g. TV news).

Along similar lines, if something is not easily reduced to binary opposites, it is far less likely to receive widespread media coverage.

Binary oppositions can be used to create stereotypes and promote certain ideologies or beliefs. Therefore we can find these cultural codes in all kinds of representations and stereotypes.

Watch the first two minutes of this clip from BBC Question Time featuring Nigel Farage and Alastair Campbell. The BBC deliberately placed the two against each other due to their ideological differences over Brexit – the referendum that saw Britain leave the European Union. What binary oppositions can you find in this clip?

Blog tasks: Ideology

Part 1: Media Magazine reading

Media Magazine issue 52 has two good articles on Ideology. You need to read those articles (our Media Magazine archive is here) and complete a few short tasks linked to them. 

Page 34: The World Of Mockingjay: Ideology, Dystopia And Propaganda

1) Read the article and summarise it in one sentence.

2) What view of capitalist ideology is presented in the Hunger Games films?

3) What do the Hunger Games films suggest about the power of the media to shape and influence ideological beliefs?

4) What is YOUR opinion on this topic? Do you think the media shapes our values and beliefs?


Page 48: They Live - Understanding Ideology

1) What are the four accepted ideological beliefs in western societies highlighted by the article?

2) What does Gramsci's theory of hegemony suggest about power and ideology in society?

3) What does French theorist Louis Althusser suggest about ideology and consumerism?

4) Do YOU agree with the idea behind They Live - that we are unthinkingly controlled by the media which is run in the interests of the economic elite? These are the big questions of A Level Media!

Part 2: The role of the media in democracy

Read this Constitution Unit blog on the importance of media in democracy. This brings together our work on ownership, public service broadcasting, regulation and ideology. Answer the following questions:

1) Why is the media important in a democracy? 

2) What are the hallmarks of a free and healthy media landscape?

3) What risks are identified that threaten a healthy media environment? 

4) What is YOUR opinion on how the media can be safeguarded to protect democracy? You may want to think about ownership, regulation, technology or public service broadcasting here.

Due date: on Google Classroom